On April 26, 2018, The Mirror published an article titled, ‘Male Millennials value EMOTIONS over physical strength, study reveals’. Written by Shivali Best, the article was based on the findings from our recent Intensions Consulting and UBC study on The New Values of Millennial Men.
To quote from the article: "The results revealed that the most strongly endorsed value was selflessness, with 91 per cent of the men agreeing that that a man should help other people. Openness also ranked highly, with 88 per cent saying that a man should be open to new ideas, new experiences, and new people. More traditionally ‘male’ values ranked lower on the scale. While 75 per cent of the men said a man should have physical strength, 83 per cent said they should have emotional strength.”